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Joanie to open South Molton Street pop-upBy

Nigel TAYLOR Published
October 13,谷歌留痕外推账户 2025

Celebrating its “lucky” seventh birthday, fashion retailer Joanie has not only secured new B Corp status but is to open its first bricks and mortar pop-up store on London’s South Molton Street.


Dawn O’Porter x Joanie collab


A “rising star” of the sustainable-yet-affordable clothing market, Joanie will venture into an albeit-brief physical store, trading across 1-4 November.

The brand, which opened its online platform in 2025, is “inspired by nostalgia… taking the best bits of vintage clothing and reimagines them for the modern, everyday wardrobe in UK sizes 8-26”. 

So the pop-up will be a four-day brand celebration with its female-led team staffing the venture and giving the opportunity for the creatives behind the brand “to connect one on one with long-standing fans and those discovering Joanie for the first time”.

Customers (called Joanie’s Gals) visiting the pop-up will have the opportunity to get free personalised embroidery on any purchase of pyjamas, courtesy of a maker from The Seam, the brand’s new alterations and repairs partner.

As an added incentive for its fans, the pop-up will also feature the latest range from its ongoing collaboration with Scottish TV presenter/writer Dawn O’Porter, who will work alongside the team in-store on the final day, while collaborator and celebrity stylist Emma Lane will host a styling session with one chosen customer to be showcased online.

Joanie Brand Director Lucy Gledhill said: “Bringing the joy of Joanie to London for our first live pop-up shop, which has been years in the making, was essential to us to ensure that when we did this, it was environmentally responsible and truly representative of the Joanie brand.

“We are delighted to be a Certified B Corp, and this, combined with our seventh birthday celebrations, felt like the perfect moment to bring our ideas to life. We’re starting in London but aim to take Joanie on tour next year to bring the brand to Joanie Gals across the country.”
 
 

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